Is Your Brand Leveraging the Power of Sound? (Part 1)
Sound is especially powerful because it taps directly into emotions and memories in ways visuals can’t. It can create an immediate emotional response—whether it’s calm, excitement, or nostalgia—within seconds.
Our brains process sound faster than images, and we often associate specific sounds with certain feelings or experiences, helping to build deeper connections.
Sound can also cut through distractions in environments where visuals are overwhelming or unavailable, like when multitasking or using hands-free devices. It creates a more immersive experience, helping brands build multi-sensory connections with their audience.
Additionally, sound is highly memorable. A few notes from a sonic logo, a notification sound, or a branded voice can stay with someone long after hearing it, reinforcing brand identity over time.
As voice interactions and smart devices increase, sound is becoming a key way for brands to stand out and make deeper, instinctive connections with customers.
Sonic Logo
*Ideal for brands looking to strengthen their auditory identity and create consistent recognition across platforms, especially for long-term brand building and reinforcement
A sonic logo is a short, recognizable sound or musical phrase that acts like a brand’s audio logo. It’s a key part of a brand’s sonic identity, used in ads, apps, and customer service to create a consistent experience.
Sonic logos help connect with audiences emotionally and improve brand recall.
As platforms like voice assistants, podcasts, and digital media grow, a strong sonic logo helps brands stand out. It provides a memorable, multi-sensory experience that reinforces the brand’s identity in the increasingly sound-focused digital world.
When to Choose It:
• Brand Identity Reinforcement: A Sonic logo is ideal for brands looking to strengthen their identity through sound, providing an auditory signature that reminds customers of the brand across ads, apps, and products.
• Consistency Across Channels: For brands aiming to create a recognizable presence on various platforms—TV, digital, in-store, or in products—a Sonic logo offers a unified sound that reinforces visual branding.
• Long-Term Brand Recognition: For brands seeking lasting recognition, a well-designed Sonic logo can become an iconic sound that consumers quickly associate with the brand (e.g., Intel’s chime or McDonald’s “I’m Lovin’ It” jingle).
Benefits:
• Provides an auditory cue that helps consumers recognize the brand without visual elements, especially useful in audio-first platforms like podcasts, radio, and voice assistants.
• Sonic logos are designed to be simple yet memorable, becoming strongly linked to the brand’s identity and evoking positive associations over time.
• Sonic logos can be adjusted for various platforms and contexts—whether a longer version for commercials or a shorter one for digital interactions—while keeping the core sound consistent.
Considerations:
• Developing a Sonic logo requires a deep understanding of the brand’s values, mission, and audience, ensuring the sound aligns with the brand’s identity and resonates with listeners.
• Brands must consider how often to refresh the Sonic logo. Consistency is key for recognition, but periodic updates may be needed as the brand evolves or expands into new markets.
• A Sonic logo is a long-term investment. Brands should plan to integrate it across all touchpoints—marketing, product UX/UI—to maximize its impact and build lasting recognition.
Examples I Love:
Melodic logos are known for their memorable melodies, even if they aren’t singable:
- Windows made an impact with its Windows 95 release by having Brian Eno compose the six-second startup sound. The airy, Debussy-like melody, without a clear “home key,” features chimes, harp, and synth, capturing Eno’s ambient style and conveying optimism in just a few seconds. It became one of the most recognizable sounds worldwide.
- Sonos collaborated with Philip Glass to create a sonic logo blending acoustic instruments—a 17-piece string section, flute, trumpet, French horn, and piano—with synth sounds. Those two aspects highlight both communal and personal listening, showcasing the cutting-edge technology of Sonos speakers.
Textural logos are defined by their distinct and memorable sound textures, rather than melody, often capturing something essential to the brand and translating it into sound:
- HBO’s sonic logo begins with a zipper-like sound over static, evoking the nostalgic noise of an old TV turning on—perfect for a broadcast channel. As the static plays, the HBO logo fades in silently before a male choir sings ‘Aah,’ backed by a synth pad. The sound and visuals fade together, signaling the start of an HBO show.
- Netflix’s sonic logo features two timpani strikes followed by three longer notes, creating the familiar ‘ta-dum’ sound. This short, punchy logo suits impatient viewers and triggers an instant binge-watching association. The sound originally came from Frank Underwood’s knock in House of Cards, Netflix’s first original series.
- Audi relaunched its Audi Heartbeat sonic logo, reflecting its “Advantage Through Technology” vision. Inspired by a human heartbeat, it captures the emotional core of the brand. Supported by instruments from the Audi Sound Studio, it creates a cohesive sound used across all media, giving Audi a globally recognizable sonic identity.
Sonic Toolkit (UI/UX Sounds)
*Ideal for brands looking to improve user interaction through sound and create a more intuitive, engaging, and consistent experience across digital platforms
A sonic toolkit is a collection of branded UI/UX sounds designed to enhance user interactions with digital interfaces like apps or devices. These sounds include notification tones, button clicks, alerts, and system feedback.
A sonic toolkit helps brands create a smoother, more intuitive user experience by communicating important information through sound, without relying on visuals.
When done well, it reinforces the brand’s identity, ensuring users instantly recognize the brand through these familiar, functional sounds.
When to Choose It:
• Enhancing User Experience: A Sonic toolkit is ideal for brands seeking to improve or differentiate their digital product experience (such as apps, websites, or devices) by providing functional sounds that guide users intuitively, boosting usability and engagement.
• Brand Consistency Across Digital Touchpoints: Essential for brands looking to maintain consistent sound across digital interfaces, a Sonic toolkit unifies sounds on websites, apps, and voice assistants, reinforcing brand identity across platforms.
• Creating Auditory Cues for Engagement: A Sonic toolkit with well-designed UI/UX sounds helps users navigate digital products more seamlessly, providing subtle yet recognizable audio feedback for efficient interaction.
Benefits:
• Provides important auditory cues that enhance accessibility, making interactions smoother and increasing user satisfaction.
• Each sound in the toolkit contributes to the brand’s auditory identity; consistent UI/UX sounds can be as memorable as visual elements, creating a cohesive brand experience.
• Allows for a personalized user experience by adapting sounds to specific actions or behaviors, making interactions feel more tailored and enhancing user loyalty.
Considerations:
• Sounds in a Sonic toolkit should blend seamlessly with the overall user experience, remaining subtle and non-intrusive to enhance the interface without distraction.
• Sound design must align with the brand’s personality and tone—for example, sleek sounds for a tech brand or soothing tones for a wellness app—ensuring the brand’s voice is maintained.
• While adapting to different platforms (e.g., mobile, desktop, wearables), the sounds should maintain a consistent identity for a cohesive user experience across devices and interfaces.
Example I Love:
- Apple’s sonic branding is consistent across its ecosystem, complementing the brand’s sleek, minimalist design. Their sounds are neutral and simple, crafted to fit seamlessly within the product experience. Apple’s UX sounds are built from recordings of the devices themselves, layered with instruments to add timbre and pitch. For example, the Apple Pay confirmation sound is a two-beat tone that ascends, designed for clarity and harmony, and was even synced with ads in the same key when launched. Apple favors clean, clear sounds like the kalimba and glockenspiel to reflect ease of use. Their iPhone ringtone, “Opening,” is high-pitched and instantly recognizable, designed to cut through background noise. Across iOS and macOS, system sounds like the iMessage ping and email swoosh are short, crisp, and refined, offering quick feedback without distraction. To explore further, check They Did What: Apple.
Unified Sonic Identity
*Best for brands looking to create a cohesive, consistent auditory presence across all touchpoints and build long-term brand recognition through sound
A sonic identity is the strategic use of sound and music to represent a brand consistently across all consumer touchpoints—advertising, apps, in-store experiences, and digital platforms. It’s more than just a sonic logo or UI sounds; it’s about creating a cohesive auditory experience that embodies the brand’s values and personality.
Brands like Coca-Cola, Apple, and Mastercard excel at this by ensuring their sonic elements are instantly recognizable, whether in commercials, product sounds, or customer interactions.
A strong sonic identity not only helps brands stand out in a crowded market but also strengthens brand recognition and builds a deeper emotional connection with customers.
As auditory touchpoints continue to grow through voice assistants, podcasts, and digital media, a well-defined sonic identity is essential for ensuring consistency, memorability, and a unified brand experience across all channels.
When to Choose It:
• Consistent Brand Presence Across All Touchpoints: A unified Sonic identity is ideal for brands seeking a seamless auditory experience across interactions—whether in stores, digital platforms, apps, customer service, or advertising. This ensures cohesion at every touchpoint (e.g., Apple or Mastercard’s approach).
• Long-Term Brand Recognition: For brands aiming to build lasting recognition and loyalty, a unified Sonic identity establishes a unique, memorable sound that complements visual branding, making the brand instantly recognizable.
• Multi-Platform Engagement: Brands operating across various platforms (TV, mobile apps, voice assistants, retail) benefit from a unified Sonic identity that ensures consistency and reinforces the brand message wherever customers engage.
Benefits:
• Provides a consistent sound across all brand touchpoints, from ads to user interfaces, creating familiarity and trust no matter where consumers encounter the brand.
• A unified Sonic identity can form an emotional bond with customers, as the consistent sound evokes positive associations with brand interactions.
• Though unified, a Sonic identity can be adapted for different contexts (e.g., short versions for apps, extended versions for ads), maintaining consistency while allowing flexibility.
Considerations:
• Developing a unified Sonic identity requires a holistic brand perspective. Each element, from Sonic logo to UI sounds, must align to reflect brand values, tone, and audience cohesively.
• A unified Sonic identity is a long-term commitment that evolves with the brand. Brands should be ready to maintain consistency across platforms and regularly assess how the sound adapts as they grow or enter new markets.
• Ensuring the Sonic identity resonates with the target audience is crucial. Testing with real users can help gauge emotional response and alignment with brand values.
Examples I Love:
- Despite being one of the world’s biggest brands, Apple doesn’t have a formal sonic logo but instead uses highly recognizable product and UI/UX sounds, like the Mac startup chime and iPhone ringtones. Apple’s approach to sonic branding is simple and consistent across all devices. The startup sound, unchanged since 1996, acts like a sonic logo, symbolizing Apple’s “think different” philosophy. This iconic sound—a major chord played with strings, bamboo chutes, and other instruments—has become a key part of the Apple experience. Apple also carefully selects music for its commercials to complement its product design and visuals. To explore further, check out They Did What: Apple.
- The New York Times is another example of a consistent sonic approach without a formal logo. In 2017, they rebranded with the “The Truth Is Essential” campaign, visually inspired by their iconic logo and typography. The campaign emphasized that while truth is essential, dissenting voices matter too. Some ads featured a blend of male and female voices mixed with environmental sounds to create a multi-layered soundscape. They also used key click sounds beneath minimal soundtracks, a subtle element that has become a signature part of their sonic branding.
- In 2018, BBC 2 rebranded with 25 new animated idents, each featuring a creative interpretation of the number two and designed to match the tone of the program. What ties all the idents together is the sound, which merges music with sound design. The instruments and effects aren’t immediately recognizable, as recorded sounds and foley were transformed using vintage synths and modern processing to sound more musical. Instruments were also played in unconventional ways to produce unique sound effects, giving viewers a distinctive auditory experience.
- Audi launched its “Audi Corporate Sound” to create a full sensory brand experience. The Audi Heartbeat, updated in 2016, is based on a human heartbeat, symbolizing the brand’s emotional core, and is accompanied by instruments from the Audi Sound Studio. Audi also introduced Audi Scores, 90 to 180-second exclusive compositions for use in films and presentations. Additionally, they offer four music albums, each tailored for different occasions: the instrumental “Ambience” for exhibitions, the energetic “Vibes” for events, the pop/rock “Emotions” for showrooms, and the jazzy “Smooth” for evening events or shuttle services.
Sound Design
*Ideal for brands looking to enhance the emotional depth of their advertising, create a specific atmosphere, and emphasize critical moments in their storytelling
Sound design is more than just adding background music or sound effects—it’s about creating a distinct and consistent sound that matches a brand’s identity, especially in ads and content.
Brands can use sound design to make their commercials and campaigns sonically unique and instantly recognizable.
By taking a consistent, thoughtful approach to sound, brands can create memorable, emotionally impactful experiences that stand out in a crowded market, using sound as a powerful way to differentiate themselves.
When to Choose It:
• Enhancing the Visual Experience: Sound design is essential for brands aiming to elevate their visuals. Sound effects, audio cues, and textures can make the visuals more immersive and emotionally engaging, enhancing the audience’s experience.
• Creating a Distinctive Atmosphere: For commercials that need a specific mood or ambiance, sound design helps bring the environment to life with memorable soundscapes or bold audio elements.
• Emphasizing Key Moments: Sound design is ideal for highlighting specific moments in a commercial, such as a product reveal or emotional shift. The right sound cues amplify these moments, making them more impactful and memorable.
Benefits:
• Evokes strong emotions, guiding the audience’s feelings and enhancing the commercial’s emotional depth, making it more compelling.
• Adds layers that complement visuals, enriching storytelling by adding context and realism, keeping the audience engaged.
• Custom sound design differentiates commercials, helping them stand out. Unique sound effects and auditory details make the ad more memorable.
Considerations:
• Sound design should align with the brand’s tone and identity, ensuring audio elements feel consistent with the brand’s existing visual and auditory elements.
• Sound design should complement, not compete with, the music in the commercial. Balancing sound effects and musical elements ensures harmony without overwhelming the message.
• The level of subtlety or boldness in sound design should match the commercial’s tone. Subtle sound may blend best in some cases, while bold effects may emphasize key moments effectively.
Examples I Love:
- Michelob Ultra connects the experience of enjoying its product with the brand. In a Zoe Kravitz Super Bowl ad, they used ASMR, featuring sounds like the bottle opening, beer pouring, and soft whispers, recorded binaurally to enhance the sensory effect. The ad uses hyperreal nature sounds instead of music to highlight Michelob’s organic line. They continued this approach in the Lionel Messi campaign, exaggerating sound elements with hyperreal sound design.
- Lexus consistently highlights and carefully designs car-related sounds in its commercials, including the engine, tire movement, braking, and road interaction. This approach has been a key part of their advertising for years. In “The Next Chapter” ad, the sound design emphasizes the vehicle’s sleek, futuristic feel. Amplified sounds of the engine, tires, and gear shifts create an immersive experience, reflecting Lexus’ focus on performance and innovation.
- Hennessy embodies extravagance and elegance, reflecting its tagline “Never stop. Never settle.” In the Hennessy VS Black Bear School ad, hyperreal sound design enhances the fast pace and dynamic editing, building tension. The sharp clicks of chess pieces, the ticking of the clock, and the surrounding ambient noise are all heightened to intensify the scene. In the Hennessy VSOP ad, the sound design highlights the sensory richness of the scenes, with the rustling of leaves, the impact of wood chopping, and the smooth sounds of liquid pouring all amplified to immerse the viewer.
Sonic logos and sonic toolkits are essential elements that make your brand instantly recognizable. They allow your brand to stand out across platforms, offering a consistent auditory signature.
A coherent sonic identity ensures that your brand’s sound reflects its core values and personality, creating an emotional connection with consumers and reinforcing brand loyalty across all touchpoints.
In today’s sound-driven landscape, these components are vital for cutting through the noise and making a memorable impact.
If you’re interested in further exploring how sound can enhance your brand’s presence, head over to Part Two, where I’ll cover product sound design and voice UI. Discover how refining the sounds your products make and integrating voice interfaces can elevate user experiences and strengthen your brand’s identity.